It's a pretty basic concept yet it is a radical shake-up of the PR industry's approach to protecting ideas - sadly though, one that's been a long time coming.
After all of the time and creativity invested in a pitch, most agencies still walk in without a confidentiality agreement and risk leaving without landing the work.
The role of intellectual property law is to help create tangible rights out of the ephemeral wisps of genius that are our ideas. In order for an idea to be protected it must be recorded in some way. The armour of the creative agency therefore has to be a confidentiality agreement signed by the potential client.
Many have resisted this as unworkable for too long. But agencies need to demonstrate a hardline approach to ensure that confidentiality agreements are signed and that creative ideas are fully protected.
- Denise Nurse, lawyer, Halebury